Argos launches Shazam-enabled TV advert to boost app downloads

Leading digital retailer Argos has announced it will be the first retailer in Europe to use audio recognition technology in an advertising campaign, through a Shazam-enabled TV advert.

Shazam's audio recognition technology has primarily been used by UK consumers to 'listen' and identify music tracks. 'Shazam for TV' takes this technology one step further, by recognising TV ad audio and launching branded digital experiences on viewers' mobile devices.

Argos worked with media buying partner, Mindshare, to use 'Shazam for TV' to create the advert, which enables consumers to easily and quickly download Argos apps on their smartphone or tablet through the Shazam application.

The Shazam-enabled ad will air for the first time this Saturday 24 November during ITV's X Factor commercial break. The ad will carry an on-screen prompt for viewers to activate Shazam on their phone to 'listen' and be connected to the Argos app to easily download onto their device.

Android phone, iPhone and selected tablet users can all use the application. Users will need to have already downloaded the Shazam app to their device for the technology to function.

Carl Nield, Head of Brand Marketing at Argos, said: "We're really excited about being the first retailer to bring a 'Shazam-able' TV advert to UK consumers. Mobile is our fastest growing channel so we are constantly looking at new ways to interact with our customers through this and other digital platforms. Shazam for TV allows us to reach out to a potential new audience of Shazam users and link our digital apps with traditional media."

James Chandler from Mindshare said: "The connected living room is fast becoming an innovative and exciting space, with Shazam allowing brands to really take advantage of viewer's dual screening behaviour. Shazam is perfect extension of Argos' TV ad, driving users from the first screen to the second to download the Argos app."

Shazam has 12.2 million UK users, with more than 400k new users joining monthly.

Recent research by Shazam shows that Shazam-enabled TV advertising generates increased engagement and brand recall with consumers¹. 78 per cent of UK consumers use a mobile device while watching TV.²

The Argos TV advert was created by CHI and Partners.

Source : Home Retail Group
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